Gartner Research

Survey Analysis: Map Marketing Technology Investments to Key Value Drivers by Business Context

Published: 21 April 2017

ID: G00327891

Analyst(s): Kirsten Newbold-Knipp , Bryan Yeager


There is no one-size-fits-all approach that marketing leaders can take when deploying marketing technology. Instead, align your martech deployments to support high-value capabilities relevant to your specific business model, product mix and customer base.

Table Of Contents

Survey Objective

Data Insights

  • Introduction
  • Data, Analytics and Web Operations Solutions Offer a Strong Foundation to Support Capabilities That Meet Business Objectives
    • Data and Analytics
    • Web Operations
  • Manage and Optimize Differentiating Marketing Capabilities
    • Content and Customer Experience
    • Advertising
    • Direct Marketing and Marketing Management
  • Next Steps
  • Methodology
  • Definitions

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